The superhero of a new Cheerios commercial campaign delivers a mortal wound to feckless fatherhood. The clueless father image propped up by the media for so many years has been stuffed in a closet somewhere and replaced by his superhero nemesis.

“Let me introduce myself. My name is…”

“Dad!” (calls out a child from another room).

“and proud of it. And all dads should be.”

Being a dad is being a superhero amid real family life: Kids rudely waking you up in the morning, being annoying, being rude to each other, being childish. But these are the same kids who need engagement, encouragement, instruction, and reminders to step up that can only come from a dad.

In the commercial, Cheerios lightheartedly shows “how to dad,” highlighting the things that make dads different from moms, and so endearing to kids. Things like telling hilarious jokes and building the best forts. Like not being afraid of getting messy and like seeing “boo-boos” as badges of bravery. And believing cereal is for breakfast … and lunch, and dinner, and late-night snacks.

The campaign doesn’t pass up the chance to take some great pot shots at today’s perpetual male adolescence. It casually points out that true “awesome” is not about breaking rules but making them, and about wearing your clothes like a man.

But the true focus of the commercial is pointing out (in a fun way) how important dads are to their children.

“Kids: they’re our best friends; they’re our biggest fans. And they look to us the same way we look at superheroes …”

“Up … because we’re taller.”

Throughout the commercial the dad encourages and engages with his children and holds up a high standard by word and example. And from the comments I’ve seen on YouTube, the commercial is doing the same thing for men—laying out for us a standard of fatherhood and encouragement on how to dad.

So, if your wife catches you having that late night cereal snack, tell her you’re just manning up.